All of the teaser images and videos seem to center around a family who are the victim of some kind of occult killer...It's great, creepy, and most importantly, it's so unsettling and peculiar that you can't help but wonder how it relates to the movie.
Instead they're invested entirely in vibes...They're painting a very creepy picture of a movie that looks awesome and terrifying. And that's a great way to get horror movie fans to show up to the movie theater.
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